Ava Duvanay, a prominent figure in American cinema, eloquently stated, “When we discuss diversity, it’s not a mere checkbox exercise. It’s a fundamental reality that should resonate deeply with each of us and be cherished by everyone.” I wholeheartedly concur with this sentiment. However, I also acknowledge that from a business and marketing perspective, a certain degree of structure, perhaps even checklists, might be necessary to cultivate an authentic culture, brand identity, and community around the principles of diversity, equity, and inclusion.

Year after year, these initiatives have gained increasing significance, not only for society as a whole but also for the well-being of every business. This is precisely why we offer a wealth of resources on enhancing diversity, equity, and inclusion (DEI) within your organization. We are further enriching this collection by adding another invaluable asset: this compilation of DEI statistics and research findings—along with key insights—designed to empower you to:

• Expand your horizons and gain new perspectives.
• Shape your diversity and marketing strategies based on data-driven insights.
• Forge more robust connections with all segments within your target demographic.

Navigating the Content

Explore statistics categorized by:

• The expanding influence of minority consumers
• The effectiveness of inclusive advertising
• Corporate engagement in societal matters
• The Black consumer segment
• The Hispanic consumer segment
• The LGBTQ consumer segment
• The Asian American Pacific Islander consumer segment
• The multicultural women’s consumer segment
• Incorporating accessibility into marketing

Insights into the Growing Impact of Minority Consumers

These statistics provide valuable insights into the increasing influence of minority groups, including Hispanic, Black, and Asian American communities, within the consumer landscape.

• Over the past ten years, the white population experienced its first-ever decline (2.6%), while individuals identifying as Black, multiracial, Hispanic, and Asian fueled population growth (NY Times).
• Projections by the Census Bureau indicate that within the next quarter-century, non-Hispanic whites will constitute less than half of the U.S. population (Forbes).
• The purchasing power of minority demographics in the U.S. is experiencing remarkable growth. Reaching $4.2 trillion in 2020, it is projected to soar to $7 trillion by 2025 (Insider Intelligence).
• The median age among multicultural consumers is notably lower than that of non-Hispanic whites: 30 for Hispanics, 35 for Blacks, 38 for Asian Americans, compared to 44 for non-Hispanic whites (Forbes). Key Insight: While aligning your marketing content to resonate with diverse groups within your target audience is crucial from a diversity standpoint, these statistics underscore the increasing practicality of this approach.

The Influence of Inclusive Marketing on Consumer Behavior

These statistics on inclusive advertising stem from a range of studies conducted by industry giants such as Google, Deloitte, Microsoft, Facebook (Meta), and others.

• A significant 64% of consumers reported taking some form of action after encountering an advertisement they perceived as diverse or inclusive (Think With Google, 2019). This figure is even higher among specific consumer segments, including Latinx+ (85%), LGBTQ (85%), Black (79%), Asian/Pacific Islander (79%), Millennials (77%), and teenagers (76%).

  

• A June 2020 survey revealed that 42% of American respondents expressed a desire for greater racial diversity in advertising (Statista).

• Interestingly, within the same study, 55% of individuals aged 18-34 sought more racial diversity in advertisements, compared to 32% of those aged 65 and older (Statista).

• Research conducted by Microsoft) demonstrated that an inclusive advertisement led to a 23-point increase in purchase intent, regardless of whether the viewer personally identified with the representation in the ad. The most substantial increase was observed among Caucasians (+38 points), followed by women (+26 points), men (+18 points), and ethnic minorities (+11 points).

• Facebook discovered that in 90% of their simulated online campaigns, those featuring greater diversity yielded higher ad recall rates.
• A majority (54%) of consumers surveyed in the Facebook study admitted to not feeling fully represented in online advertising in terms of their cultural identity. Furthermore, the majority (71%) anticipate brands to champion diversity and inclusion in their online advertising endeavors (Facebook).
• A notable 59% of consumers polled expressed greater loyalty towards brands that advocate for diversity and inclusion in their online advertising. Similarly, 59% indicated a preference for purchasing from such brands (Facebook).
• Two out of three Americans now acknowledge that their social values influence their shopping decisions (McKinsey, 2021)
• A significant 45% of consumers hold the belief that retailers should actively lend their support to Black-owned businesses and brands. (McKinsey, 2021)

• The “Inclusive Consumer” exhibits a distinct inclination towards supporting minority-owned businesses, being 1.8 times more likely to seek out Black-owned brands and 1.4 times more likely to support small businesses.

Key Insight: While consumers may not necessarily view a brand negatively if it lacks inclusivity in its marketing materials, they are more inclined to appreciate, trust, engage with, and ultimately make purchases from a brand that embraces inclusivity. Moreover, the emergence of the “Inclusive Consumer,” who actively seeks ways to support minority-owned businesses and causes they align with, presents a valuable opportunity to foster a genuine community centered around diversity, equity, and inclusion around your brand.

Corporate Responsibility: Addressing Societal Concerns

The following statistics shed light on consumer expectations regarding how businesses should approach and address pressing social issues such as sustainability and economic disparities.

• A considerable 68% of consumers believe that CEOs should take the initiative to address societal problems when governments fail to do so (Edelman Trust Barometer, 2021).
• There is a prevailing sentiment among consumers that businesses are not doing enough to tackle societal issues, including climate change (52%), economic inequality (49%), workforce reskilling (46%), and the dissemination of trustworthy information (42%) (Edelman, 2022).

• In a particular study, a staggering 94% of Gen Z respondents expressed their expectation for companies to take a firm stance on significant social issues. Additionally, 90% indicated a greater willingness to purchase products from companies they perceive as socially responsible (Deloitte, 20222).
• Consumers within the 18-25 age bracket demonstrate a higher level of awareness and consideration for inclusive advertising when making purchasing decisions compared to their counterparts aged 46 and above (Deloitte, 20222).
• Brand loyalty is significantly influenced by a company’s commitment to social justice, with 57% of consumers expressing stronger loyalty to brands that actively address social inequalities through their actions (Deloitte, 2022). Key Insight: Conducting polls or surveys to gauge your target audience’s values can be highly beneficial. By understanding which societal issues resonate most with them and what they expect from your brand in relation to these issues, you can avoid potential marketing missteps and reputational damage. This understanding might even spark inspiration for innovative and impactful marketing campaigns.

Diverse Perspectives: Understanding Minority Consumer Groups

The following statistics offer valuable insights into how specific minority consumer groups perceive and experience diversity initiatives in marketing.

The Black Consumer Perspective

• A concerning statistic reveals that one in three Black consumers harbor doubts about the sincerity of social media-driven businesses that launch Black History Month campaigns and promotions (Insider Intelligence, 2022).

• Black respondents in a study indicated a higher likelihood of engaging with brands whose advertising positively reflects their racial/ethnic identity. This engagement spans purchasing (69%), actively seeking out (69%), interacting with (67%), making repeat purchases from (66%), and recommending (65%) these brands (Think With Google, 2019).
• A significant gap exists in how well brands understand Black consumers, with an average of only 38% of Black consumers feeling understood by brands (My Code Media).
• The importance of culturally relevant advertising resonated with 58% of Black consumers who believe it conveys a sense of understanding from brands (My Code Media)
• Online racial hate is a pressing concern for 78% of Black adults who consider it a serious problem.

The Hispanic Consumer Perspective

• Despite representing 18.7% of the total U.S. population, Hispanic consumers receive a disproportionately small share (only 6%) of overall advertising expenditure (Insider Intelligence, 2021).
• An overwhelming 54% of Hispanics believe they can exert a greater influence on social issues through their purchasing choices than through their voting power—a sentiment more pronounced than in other demographics (Edelman Trust Barometer, 2021).
• Despite being disproportionately impacted by economic downturns since January 2020, 56% of the Latinx community maintains optimism about the next five years, surpassing the optimism levels of any other ethnic group (Edelman Trust Barometer, 2021).
• On average, a mere four out of ten Hispanic adults feel genuinely understood by brands and companies. Among industries, they perceive the consumer electronics sector as having the best “above-average understanding,” while the auto industry lags behind with the lowest “above-average understanding” (My Code Media).

• Building trust and fostering loyalty among Hispanic consumers is paramount, with seven out of ten Hispanic adults indicating greater trust in and a higher likelihood of purchasing from brands they perceive as understanding them (My Code Media).
• When expressing their views, Hispanic adults are 2.6 times more likely than non-multicultural adults to desire greater identification with individuals depicted in “mainstream” creatives. Additionally, they are 3.2 times more likely to advocate for increased diversity in these creatives (My Code Media).

The LGBTQ Consumer Perspective

• Support for LGBTQ organizations and events resonates strongly with the LGBTQ community, with 76% of members viewing companies that provide such support more favorably (CMI).

• Outreach and targeted advertising yield positive results within the LGBTQ community, as 71% of members are more inclined to make purchases from companies that engage in these practices (CMI).

• Advertising in LGBTQ media is perceived positively by the community, with 69% of members holding a more favorable opinion of companies that do so (CMI).

• Corporate support for LGBTQ rights translates into tangible benefits for employees, with 67% of LGBTQ-supportive companies having made a positive impact on their LGBTQ workforce (CMI).

• Openly advocating for pro-LGBTQ legislation emerges as the most significant indicator of a company’s support for the community. This is followed by actively speaking out against discrimination towards transgender/nonbinary individuals, supporting programs for LGBTQ youth, making financial contributions to LGBTQ non-profits, incorporating LGBTQ imagery in advertisements, and sponsoring local Pride events (CMI).

  

• However, there’s a generational divide in the perception of corporate presence at LGBTQ Pride events. Only 53% of LGBTQ community members view it positively. This perception is particularly low among younger individuals aged 18-34, with only 27% agreeing, while 74% of those aged 55 and over hold a positive view (CMI).

• The inclusion of LGBTQ individuals in advertisements is generally well-received by non-LGBTQ consumers, who tend to view such companies favorably (GLAAD).

• A substantial 77% of non-LGBTQ individuals reported feeling more positively towards brands that feature LGBTQ individuals in their advertising (GLAAD). They tend to associate these companies with positive attributes such as:
  • Supporting LGBTQ rights (86%)
  • Catering to a diverse customer base (85%)
  • Valuing all forms of diversity (82%)
  • Treating their employees with respect (82%)
  • Recognizing the importance of representation for LGBTQ and other minority groups (77%)
  • Exhibiting social responsibility (76%)
  • Demonstrating business leadership (69%)
  • Evoking a greater sense of comfort when purchasing their products (68%)
• Exposure to LGBTQ representation in media plays a crucial role in fostering acceptance. On average, non-LGBTQ individuals exposed to such representation were 38% more likely to develop more accepting and supportive attitudes towards LGBTQ individuals (GLAAD).

• LGBTQ respondents indicated a stronger inclination to support brands that positively reflect a diverse range of sexual orientations in their advertising. This includes a higher likelihood of making purchases (68%) and placing greater trust (71%) in these brands (Think With Google, 2019).
• Authentic representation matters. 71% of LGBTQ respondents reported a higher likelihood of engaging with online ads that authentically portray their sexual orientation (Think With Google, 2019).
• Promoting gender equality in advertising resonates with the LGBTQ community, with 67% of respondents expressing a more favorable view of brands whose advertising portrays men and women as having equal capabilities and roles (Think With Google, 2019).

Engaging the Asian American and Pacific Islander Community

• The Asian American and Pacific Islander (AAPI) community, currently representing one-tenth of the U.S. population, has experienced significant growth. Almost doubling in size between 2000 and 2019, it is projected to become the largest population group by 2060 (My Code Media).

• The economic influence of AAPI consumers is outpacing national growth trends (My Code Media).

• A significant gap exists in how well brands understand AAPI consumers, with only three in ten AAPI adults feeling genuinely understood by brands and companies. The consumer electronics industry is perceived as having the highest “above-average understanding,” while financial services lag behind with the lowest (My Code Media).

  

• Building trust and fostering a sense of understanding are crucial for engaging AAPI consumers. Seven in ten AAPI adults report greater trust in and a higher likelihood of purchasing from brands they perceive as understanding them (My Code Media).

• A significant portion of AAPI consumers, three in ten, struggle to identify with culturally relevant creatives (My Code Media).

• When expressing their perspectives, AAPI adults are 2.8 times more likely than non-multicultural adults to express a desire for greater identification with individuals represented in “mainstream” creatives. Furthermore, they are 2.9 times more likely to advocate for greater diversity in these creatives (My Code Media).

Understanding the Multicultural Female Consumer

• Multicultural women, representing a growing segment of the U.S. population, currently constitute one in five women. While their numbers are increasing, the proportion of non-multicultural women is declining (My Code Media).

• Multicultural women are increasingly pursuing higher education, reflecting a positive trend compared to a decade ago, and their incomes are on the rise (My Code Media).

• Women, as a whole, wield significant economic power. Comprising over half of the U.S. population, they control or influence 85% of consumer spending (My Code Media).

• Despite their growing influence, only four in ten multicultural women feel genuinely understood by brands and companies. The consumer electronics industry is perceived as having the highest “above-average understanding,” while the auto industry lags behind (My Code Media).

  

• Building trust and demonstrating understanding are paramount for engaging multicultural female consumers. Seven in ten multicultural female adults are more likely to trust and purchase from brands they perceive as understanding them (My Code Media).

• Similar to other minority groups, a significant portion of multicultural women, four in ten, struggle to identify with culturally relevant creatives (My Code Media).

• When describing culturally relevant ads, multicultural women are three times more likely than multicultural men to emphasize gender identification (My Code Media).

• Taking a stance on social issues matters to multicultural women. Over half (50%) believe it’s important for advertising to clearly reflect a brand’s position on issues they care about (My Code Media).

• Culturally relevant creatives are significantly more effective in resonating with AAPI, Black, and Hispanic women, demonstrating a 21% to 76% increase in effectiveness.

• Similar to other groups, multicultural women express a desire for greater representation and identification in mainstream media. They are 2.8 times more likely than non-multicultural adults to seek identification with individuals portrayed in “mainstream” creatives and 2.9 times more likely to advocate for increased diversity in these creatives (My Code Media). Key Insight: Simply reaching the minority groups within your target audience is only the first step. It necessitates a comprehensive, consistent, and structured approach to ensure you connect with these groups authentically. This involves demonstrating a genuine understanding of their perspectives, representing them accurately and respectfully, and ultimately, meeting their needs.

Making Marketing Accessible: Statistics and Insights

• The World Health Organization estimates that globally, 15% of the population lives with a disability.
• Within the United States, 26% of adults live with some form of physical or mental disability (CDC). These disabilities can impact various aspects of life, including mobility, cognition, independent living, hearing, vision, and self-care.
• Deloitte discovered a correlation between high growth and DEI commitment. High-growth brands (defined as those with annual revenue growth of 10% or more) are more likely to establish key performance indicators (KPIs) for their DEI objectives compared to their lower-growth counterparts.
• A significant majority of marketers, 69%, recognize the importance of incorporating accessibility features for successful marketing campaign execution (Capterra).
• Progress is being made in digital accessibility, with 83% of marketers reporting that their companies are making greater efforts to incorporate accessibility features into their digital marketing strategies compared to previous years (Capterra).
• However, there’s room for improvement in considering physical abilities in marketing. Only 35% of marketers indicate that their companies factor in physical ability when targeting consumers (Capterra).
• Social media emerges as a challenging platform for accessibility, with nearly half (49%) of marketers finding it to be the most difficult platform to make accessible (Capterra).

For guidance on improving accessibility, refer to our tips on how to make your social media more accessible here.

• A concerning 18% of marketers rate their company’s accessibility features, encompassing visual, hearing, cognitive, and mobility aspects, as ineffective (Capterra).
• A lack of awareness regarding legal requirements for website accessibility is prevalent. Half of all marketers (50%) are unaware of Section 508 of the U.S. Rehabilitation Act, which mandates that federal government websites be accessible to individuals with disabilities (Capterra).
• While visual (66%) and hearing (56%) accessibility features are more commonly implemented, cognitive accessibility often receives less attention. This disparity exists despite the higher prevalence of cognitive disabilities (10.8%) compared to hearing (5.9%) and vision (4.6%) impairments (Capterra).

• Education and training emerge as key drivers for improving accessibility. 45% of marketers believe that accessibility training would motivate their companies to prioritize accessibility. However, a lack of resources, including technology and dedicated staff to implement training and features, poses a significant challenge for one in four marketers (Capterra). Statistics from Monsido on website accessibility further highlight the need for improvement:

• A staggering 90% of websites are inaccessible to individuals with disabilities who rely on assistive technologies (AbilityNet).

• Most homepages (98%) exhibit detectable Web Content Accessibility Guidelines (WCAG) 2 failures, with low contrast being the most prevalent issue (86.3%) (WebAIM)

• The economic impact of inaccessible websites is substantial. People with disabilities represent a significant consumer base with an annual spending power of half a trillion dollars (UsableNet).

• Providing an accessible online experience fosters customer loyalty. 82% of individuals with disabilities indicate they would frequently return to and spend more with companies that prioritize accessibility (Click-Away Pound).

• Inaccessible e-commerce websites lead to significant revenue loss. Two out of three e-commerce transactions initiated by blind individuals are abandoned due to accessibility barriers (US Department of Commerce).

• Companies with inaccessible websites lose an estimated $6.9 billion annually to competitors who prioritize accessibility (US Department of Commerce). Key Insight: While Creating an ADA-compliant website should be a primary focus for your business, it’s crucial to remember that it’s not the sole effort required to meet the needs of individuals with disabilities within your target audience. Diligently educate yourself on the specific types of disabilities prevalent among your customers and integrate accessibility efforts across all your marketing channels, including social media, email campaigns, and events.